EDITORIAL: Creating Customer Experiences

Across the country, lawn and landscape professionals are trying to get a handle on what this season will bring. Every day, news headlines signal an imminent recession, more layoffs, the deepening credit crunch and the floundering housing market. Add the uncertainty surrounding the November presidential election and it’s a wonder any business decisions are being made with authority.

Cindy Code

Despite the doom and gloom, seasoned contractors are remarkably upbeat – although wisely cautious – about the upcoming season. Some contractors have experienced the cyclical nature of the industry. They know they can’t plan and budget based on the unknown. The best design staff, installation crew and maintenance team can plan and implement remarkable and thriving landscapes; yet, they can’t control the economy and they certainly can’t will Mother Nature to sustain newly planted turf and ornamentals.
 
What contractors can do is budget their businesses based on experience, instincts and diversification. Likewise, branch out and expand services to provide customers with the experiences they desire. Work with customers on a monthly budget and bundle their services with your company. Making one monthly payment, rather than several to various companies, is an easy decision to make and it enables a contracting business to spread the work out over time rather than cramming mulching, pruning and grub applications into a small window of opportunity.
 
Be flexible. Take the time to understand your customers’ personal situations and provide solutions to meet those circumstances. If they’re putting off selling their home until the housing market rebounds, provide them with a plan – perhaps in multiple stages – to invest in their landscape so their property stands out when they place it on the market. Sell the long-term value of your services to your clients. Share with them the real estate value of a home with a quality landscape and the intrinsic social significance of a well-maintained property vs. mediocre or rundown. Communicate the green merit of a well thought out and maintained landscape plan.
 
No matter how you choose to create a positive customer experience, make sure the customer knows you’ll go the extra mile for them. Creating systems that monitor calls, ensure follow-up visits and gauge customer satisfaction will make your customers feel as if they’re the top priority.  
 
A down economy also presents opportunities. Take the Economic Stimulus Act of 2008 which includes significant business related tax incentives that may lower your cost of investing in new equipment. Companies that purchase less than $800,000 of capital assets in a year now can expense the first $250,000 of capital investment effective for purchases made in 2008.
 
By all accounts, this year will be challenging, but it doesn’t have to be dreadful. Look for opportunities to succeed – areas you can control – buckle down and take care of your business. Most importantly, create incredible experiences your customers won’t soon forget. LL